how to succeed with rewarded video ads
TRANSCRIPT
Rewarded Video Webinar
How To Succeed With Rewarded Video Ads
Bikash Chowdhury () - What does this mean. Is this a placeholder slide
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About InMobi
InMobi is the worlds most powerful mobile advertising platform enabling brands, developers, and publishers to engage mobile consumers globally.
Recognized by MIT Technology Review as one of the 50 Disruptive Companies, InMobi reaches over 1 billion unique mobile devices across 200 countries.
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
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5
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
1
2
3
4
5
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Monetization is difficult
2% of all developers split 54% of all app revenue, making over $100,000 per month
88 % of developers make under $10,000/month
On both iOS and Android, 15% of developers earn only $100 - $500 per app per month
Source: Developer Economics
As you can see with point 1, it is a very top-heavy business.
A large chunk of the tail hardly makes any money from their apps.
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How can you make your mark?
Build a superb app.
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PROFIT!
Step 2 usually involves marketing & some luck!
Ive referenced a meme: http://knowyourmeme.com/memes/profit here.
Also, the Flappy Bird GIF is in context of luck. Since the app went viral so suddenly.
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Monetization using ads
One way to make money from your app is by showing ads
Ad units like banner and text are commonly used but are also low eCPM and low-engagement formats
You can maximize profits, by choosing your ad formats wisely
Banner ads are dead
Dave Maxwell
Game Developer
Enter Rewarded Video
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What is Rewarded Video?
Is a short video ad format
Around 15 seconds long
Non-skippable video
User opts-in to watch the video in exchange for reward
Virtual goods or in-app gifts
Diving straight in. Weve positioned the webinar such that it isnt an intro to monetization but tips to devs who already know what Rewarded Video is.
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Anatomy of a Rewarded Video ad
Video length is around 15 seconds
Always ON sound
User-Centric Ad Experience
Non Intrusive Ad Placement
This slide will have an image dissecting the parts of the rewarded video ad.
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Anatomy of a Rewarded Video ad
Video length is around 15 seconds
Always ON sound
User-Centric Ad Experience
Non Intrusive Ad Placement
Data Augmented
CTA
Engaging, dynamic
End Card
Replay Button
This slide will have an image dissecting the parts of the rewarded video ad.
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
1
2
3
4
5
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Video vs Rewarded Video
MetricVideo AdsRewarded Video AdsUser is Rewarded?NoYes. User might choose to prolong the game by watching a video.User RetentionLowHighSkippable?YesNoLTV of users acquiredLowHighMethodVideo is pushed to userUsers opt-in to view the adVideo completion RatesLowHigh due to non-skippable format14
Why we should consider Rewarded Video
Monetization
Encourages players to stay with a game longer than they might otherwise
Provides high eCPMs
User-centric experience
Rewarded Video Ads can be used to nudge non-paying users towards IAPs (Less than 5%* of users make even one in-app purchase)
* AppAnnie
Have added emojis into the deck to make it look informal and dev. friendly.
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Why we should consider Rewarded Video
User Acquisition
Provides high quality, engaged users to advertisers
Increases brand recall through guaranteed video completes, leading to increased organic downloads
Incentivized-view only, leading to informed clicks and high quality downloads
Have added emojis into the deck to make it look informal and dev. friendly.
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Success stories
RedBit Games, LimaSky and Apex Designs saw their eCPMs surge after implementing Rewarded Video Ads
Crossy Road has made >1 million dollars from Rewarded Video Ads alone!
Cookie Clickers
Doodle Jump: DC Edition
Crossy Road
Mona Sharma () - Okay! We don't have permissions from them.
Mona Sharma () - The last point is in news, so can definitely use, by citing source.
Sohan Maheshwar () - We have permissions for a case study so we can use it here no?
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
1
2
3
4
5
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Rewarded Videos work for
Most genres of gaming apps
Arcade
Cards/Casino
Adventure/Simulation
RPG/ACTION
Non-gaming apps
Music streaming
Social
Subway Surfers
Slotomania
Payback 2
Spotify
Text Me
Subway Surfers, Cookie Clicker, Payback 2 and Spotify
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Gaming
90s Word Puzzles
Bitcoin Billionaire
1. Is from 90s Word Puzzles
2. Popular game Bitcoin Billionaire incorporated video ads. When a drone appears, the player can tap the box to receive a random positive or negative event. If the event is positive, they can potentially double the reward by watching a short video.
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Non-Gaming
Spotify is using rewarded video for giving free 20-30 min of streaming time to non-premium users
In theory its watching an ad to check out the ad-free experience.
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
1
2
3
4
5
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Things to consider
Where should I place an ad
What should be the frequency of ad
What rewards can I offer
Which ad platform should I work with
Ad Placement & Frequency
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Common placements for your Rewarded Video
At a store front
A non-paying user can opt to watch a video in exchange for rewards like, coins, level up etc.
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Common placements for your Rewarded Video
During gameplay
At the start of the game to get power packs or game boosts
As an incentive for not abandoning the game on repeated failures.
When the user is repeatedly losing at a level, instead of leaving the game he/she can view the video to earn a virtual gift or reward that can help you progress in the game
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Common placements for your Rewarded Video
At any point in the app
Use this to upsell a premium version
of your app could be ad-free or with more features
Going back to the Spotify feature again.
Rewards
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How to choose the right reward
Give users options
Make the experience of receiving rewards even more gratifying by giving them reward options to choose from
This A/B testing will give you insights for future rewards
Personalized Rewards
Reward your users based on their progress in the game. Loyal users get bigger rewards.
Money is not all!
Instead of sticking to virtual currencies, you may reward users creatively
For instance Spotify leveraged rewarded video ads to gift users 30 minutes of free streaming
Train your users to think of IAP
Giving out rewards that are similar to those given out for IAPs can nudge them to buy IAPs to get ahead in the game.
Choosing Your Ad Platform
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Choosing the right Ad Platform
Do the ads load fast?
Is the video experience in HD?
What does the end card look like?
Global demand
Flexibility on the format
a. Does the ad loads fast?
With pre-buffering enabled, publisher has the option to cache the videos.
b. Is the video experience in HD?
Get rid of pixilated videos by tying up with a partner which supports HD quality videos.
c. How does the end card looks like?
attractive end cards can lead to higher CTRs
d. Global Demand
Even though there are certain ad groups that work well with Rewarded Video Ads, its imperative to have demand diversity
e. Flexibility on the format:
Some ad networks offer flexibility on parameters of the ad unit like length of video, skip options, visual aspects of the ad etc..
Rewarded Video Integration
Reward users on completion of incentivized action
Enjoy user retention and higher monetization!
Decide to reward users
Identify rewarded slots on app
Integrate with ad networks SDK/API
Mona Sharma () - I feel this part needs to be more technical. Like what are different kinds of integrations out there in the market (with native callback or server to server callback). [email protected] what do you think?
Prithvi Mani () - [email protected] Agreed. Details in next slide. Too much detail might become too InMobi centric and too much technical detail might not be what the audience is looking for. Let me know what you think.
Mona Sharma () - Integration part looks fine now.
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Rewarded Video Integration Checklist
Two part integration Interstitial and Callback Mechanism
Preload Video Ad
Right reward for right placement
[Sohan: we should have less text on this page]
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Agenda
What is Rewarded Video
Comparison with Video Ads
Rewarded Video in Action
Integrating Rewarded Video in an App
Questions
1
2
3
4
5
Questions?